Standing out in a crowded brandscape

Entrepreneurs and startups need to push their brands hard. It's encouraging that more and more new businesses and startups are entering the commercial arena. Growth of new companies means growth of new brands, making it more difficult to be seen, heard and noticed. Startups are notorious lax in paying attention to their brands. This is... Continue Reading →

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Does sales need marketing – does marketing need sales?

The Institute of Sales and Marketing Management has recently updated its identity and is now just the 'ISM' and it's not clear which 'M' has been dropped. Hovering over the logo on their website shows the alt tag: 'Institute of Sales and Marketing', while the copyright line on the foot of the same page states... Continue Reading →

Three great brand tools come together.

Important disciplines combine in a powerful branding approach.  Sometimes it's just a matter of timing that familiar techniques and technologies can be sparked by a catalyst arriving at the right moment. Not only does the time have to be technically right, but the intellectual and cultural environment needs to be open to the opportunities. The... Continue Reading →

Tesco and five kinds of brand damage.

Financial, sales-revenue and profit reversals usually correlate with brand damage, though not necessarily to a serious extent. The public is often sympathetic to market conditions and we have seen many retailers struggling through, without permanent brand damage. However some forms of damage can be more serious and enduring, and recently we have seen poor Tesco... Continue Reading →

Do I know you? How brands use your expectations to open you up.

Whenever you encounter a familiar brand your expectations are triggered, based upon your past experience. Your subsequent encounter is not fresh and objective but is directed by your previous understanding. Two levels of processing are involved here - 'bottom up' processing, the product of this individual episode and the information the brand is communicating, and... Continue Reading →

What Darwin can teach us about branding.

Mention 'Darwin' and 'Branding' in the same sentence and people immediately jump to the conclusion we are talking about that (usually misunderstood) concept of 'Survival of the fittest.' The root of the Darwinian view of evolution was far more fundamental and can provide a valuable perspective when looking at brands and how they too evolve.... Continue Reading →

Will the co-op’s problems lead to long term brand damage?

Sadly, we have seen it all before, commercial blunders and personal... well, shall we say, misjudgments. Usually brands are stronger than people imagine and can come out of such mire with little more than a few bruises to the ego and a little embarrassment. The public understand that the brand is not embodied in an... Continue Reading →

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